Orange rapped over ad

The Advertising Standards Authority (ASA) has warned Orange to make clear reference to its fair usage policy in adverts for its ‘unlimited’ broadband services. Following a complaint to the ASA by T-Mobile, Orange was censured for breaking two of the clauses in the Committee for Advertising Practice’s code of conduct. T-Mobile had argued that claims of unlimited phone calls and downloads using the Orange service were misleading, as they were actually subject to a fair usage policy, which was not mentioned in the advert. Orange put the omission of the information down to an error, but the ASA upheld T-Mobile’s complaint. "We concluded that, because it did not include a reference to Orange’s fair usage policies for both the Talk service and the unlimited downloads, the ad was misleading. “We told Orange to ensure that they included a reference to their fair usage policy when using an unlimited claim in future," the ASA said. www.asa.org.uk

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